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May 07, 2008

Telemarketing Quality Assurance

By TMCnet Special Guest
Mark Swanson, Director of Business Development, Tele Resources, Inc.,,


In the telemarketing services industry, everything revolves around conversion rate, SPH or sales per hour, and Leads, and is essentially, a very results driven industry.
 
Telemarketing Service centers are all too familiar with SPH rates and work constantly to reach those goals for each of their clients. While some clients may also be worried more about conversion rates for a campaign, telemarketing service providers must also try and convert faster.
 
This, often than not, results in telemarketing service providers push too hard for the goals and it results in sales that are generated, but with customers  who had no intention of buying, paying, or who have high drop out rates.

To combat this, quality assurance departments should play an active role in the outbound telemarketing services program to assure that agents are not abusing customers on the phone.
 
Often, this can be looked at as a costly overhead and is the first area telemarketing service clients will trim back on when looking at saving costs. But Quality Assurance can actually save money. Here are the top 5 ways:
 
 
1. Telemarketing Sales Accuracy
Telemarketing services, as mentioned before, are bound to generate some sales that do not go through. However, when pushed, some telemarketing service providers will push through sales, which can cost telemarketing service customers a significant amount of money from dropouts or non orders. Quality Assurance agents at reputable telemarketing services agencies can verify sales for accuracy and ensure the quality of leads and sales created by telemarketing services agencies.

2. Telemarketing Sales and Leads Quality
Quality assurance is also given the enormous task of ensuring that agents not only follow the call flow but that they also give all of the sales efforts needed to insure a higher conversion rate. For example, 2/3 of all sales are made after the first rebuttal is given. If a telemarketing services provider is dialing a program at a 1.00 SPH (sales per hour) and 5 agents are dialing 8 hour shifts, the client is expecting to receive 40 sales each day. If one of the agents is not giving a rebuttal on every call, then 5.28 sales are lost on a daily basis. Quality assurance can catch these errors and assure that the effort is being made to create each sale.

3. Telemarketing Script Deficiencies
Scripting or lack there of is a huge concern when working with any outbound telemarketing services provider. Even the best script can generate a regular response from prospects. A high quality telemarketing services provider will spend a great deal of time working with quality assurance to quantify regular responses in a script.

4. Branding Purposes
The telemarketing industry is haunted by the idea of a telemarketing image hurting a telemarketing client’s image. Customer service oriented telemarketing efforts and well designed quality assurance programs can significantly improve the overall effect of the telemarketing image and the success of a telemarketing campaign. Ensuring that friendly and effective agents can not only improve results and increase sales, but also create repeat buyers for return calls is necessary. Remember, Telemarketing agents can often be the only personal communication between a company and its customers.
 
5. Quantitative Telemarketing Testing
Telemarketing is in many ways a numbers game, and Quality assurance can be no different. Developing a quantitative scoring system for agents can ensure that telemarketing clients are not only getting their branding message across, but that they are also getting agents that are scoring high enough to ensure sales success. Quantitative QA efforts essentially increase the sales presentation and branding focus, and can additionally be used to test script variations and agent training.
 
There really are thousands of reasons to improve the intricate relationship between quality assurance and the telemarketing sales agents. It is vital that telemarketing clients maintain an active role in its development and ongoing improvement.
 
Mark Swanson is the Director of Business Development at Tele Resources, Inc. 
 
 

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